Vogue Festival, presented by Vogue Australia in partnership with Rundle Mall, City of Adelaide and the South Australia Tourism Commission, launched in October 2017 as a retail-focused initiative celebrating shopping and fashion.
With the customer at its core, the festival continues to ignite the CBD, driving incremental footfall into Rundle Mall and Rundle Street and dollars into retail.
The first two years of Vogue Festival was delivered as part of the wider Adelaide Fashion Festival, however in 2019, Vogue Festival became the only stand-alone fashion event, with an expanded program and even more significance to the South Australian economy.
Over the two shopping days, the festival draws on average 215,000 customers to Rundle Mall and Rundle Street, which in 2019 generated approximately $37 million in retail sales.
Partners of the festival include major retail partner David Jones along with other activation partners Sean’s Kitchen, Mayfair Hotel, Out in the Paddock, Seppeltsfield Barossa, Network 10 and The Daily Edited.
Many brands have joined in on the fun over the years, activating a space in Rundle Mall showcasing their brand to a highly engaged audience, including Gelato Messina, Network 10, Dyson, Levi’s, H&M, Nespresso, Spendless Shoes, Mr & Mrs Jones, Romeos, Hit 107, Vmores, Essential Beauty, Espresso Martini Lounge, Oh Deer Sugar, Nailbreak, Mazzuchelli’s, and Proud & Punch.
Vogue Festival 2019 highlights
- An expanded program of activity with five new ticketed events, 15 pop-up activations and over 150 retail offers.
- Two sold out events at Sean’s Kitchen, one of which brought the GQ Australia team to Adelaide with the first GQ Supper Club.
- 150 guests at the Vogue Festival VIP launch moment.
- A 31% increase in press coverage from 2018, including national coverage with The Australian.
- A world premiere of the Paolo Sebastian X Disney Frozen II collaboration to a sold-out audience at the Mayfair Hotel.